B2B vs B2C
| B2B | B2C | |
|---|---|---|
| Buyer | An organisation, a buying group | An individual |
| Decision | Long, many stakeholders | Short |
| Sale | Mostly through a sales team | Mostly direct |
| Success measure | Qualified leads, opportunities, revenue | Orders, revenue |
Core channels
Search and AI visibility, LinkedIn, content (guides, case studies, comparisons), email and outbound, events and industry directories. Leads from these channels are joined with the sales process in the CRM.
Why it matters
In B2B, badly measured marketing spends budget on leads that never become revenue.
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